Demystifying Communication in a Digital World: Social Media 101

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    “Yesterday: 2% - 19%. “Ever used”: 8% - 35%.

    Influence & Engagement.

    3 Favorites

    Demystifying Communication in a Digital World: Social Media 101 - Presentation Transcript

    1. Demystifying Communication In a Digital World
      Social Media 101
      Shonali Burke, ABC
      Presented at Goodwill Industries International’s
      2009 Summer Learning Event
    2. Media Through the Ages
      © Imagesofanthropology.com
      Image: Alibaba.com
      Image: Library of Congress
    3. “Modern” Age Milestones
      • 1600s: ads appear in English weeklies
      • June 1836: La Pressefirst to include paid advertising in its pages
      • 20th Century: Women enter the business
      • 1920s: Sponsored programming on radio, carries over to TV in the ’50s
      • 1960s: Creativity and the “USP” enter the game
      • 1980s/90s: MTV makes ads the focus, Internet marketing appears
      • 21st Century: Interactive, contextually relevant ads
    4. “Old” Media Trends
      Newspaper circulation 16% (1997-2007)1
      Radio listening 14% over last 10 years2
      Magazine readership 5% over last 5 years3
      OOH spends 7% over last year4
      TV usage at an all-time high: 142:29 hours per month on average5
      Cable TV/Satellite use: more than 65% of US HHs6
      Ad spends 2-3% in 2008 v. 4-8% forecast7
      1Newspaper Association of America 2Arbitron3MRI Fall Studies
      4Outdoor Advertising Association of America 5 6 Nielsen 7NPR Interview with Jack Myers
    5. “New” Media Trends
      Average time on Internet: 27 hrs per month1
      86% of employed Americans use the Internet2
      Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3
      Video consumption on mobile/Internet devices between 2 & 4 hrs per month4
      Internet ad spends 15.2% since last year5
      #1: Search advertising
      #2: Display banners
      #3: Classifieds
      14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers
    6. Public Relations Trends
      Between 1990 & 2001:
      PR sector grew more than 3 times faster than advertising1
      Between 1990 & 2007:
      PR “body count” 44%2
      Advertising “body count” 14%3
      Social marketing is on the rise
      Social media is here to stay
      1 2 3 PRWeek
    7. The Millennials Are Here
      Source: Pew Research
    8. Image: http://www.flickr.com/photos/matthamm/2945559128/
    9. The Shiny New Toy
      Photo: http://www.flickr.com/photos/fsamuels/3323431435/
      Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
    10. LinkedIn
      • Update profile
      • Status updates
      • Groups
      • Recommendations
      • Q&A
      • Blog Integration
    11. Facebook
      • Grow “fans”
      • Post regularly
      • Engage
      • Encourage action
      • Causes
      • Integrate Twitter feed, blog posts, Flickr
    12. Flickr
      • Smart tagging
      • Groups
      • Sets
      • Integrate with other networks
    13. YouTube
    14. Twitter
      • Two-way conversation
      • “Listen” (monitor)
      • Respond
      • Participate
      • Research
      • Engage
      • Customer service
      • Quality v. quantity
    15. “The More Things Change,
      The More They Stay The Same”
    16. Do You Know Your Audience?
    17. What Are Your Measurable Objectives?
    18. Are Your Communications Integrated?
    19. Do You See Communication As A Business Function?
    20. Are You Listening?
      Image: Hulag
    21. Pledge To End Hunger
      Source: www.pledgetoendhunger.com
    22. Courtesy: Scott Henderson
    23. Courtesy: Scott Henderson
    24. Results
      > 4,600 pledges
      > 19,000 site visitors
      $28K for Share Our Strength (@95% 1st-time donors)
      2,600 members of Facebook Cause
      Courtesy: Scott Henderson
    25. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    26. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    27. The Seven Basic Steps*
      Identify your audiences
      Define objectives for each audience
      Define your measurement criteria
      Define your benchmark
      Select a measurement tool
      Analyze data, draw actionable conclusions, make recommendations
      Make changes, measure again
      *Measuring Public Relationships, Katie Delahaye Paine
    28. Measuring Social Media
      Photo: http://www.flickr.com/photos/base53/3665260292/
      Photo: http://www.flickr.com/photos/goincase/3771760999/
      Influence
      Quality
      Quantity
      Engagement
    29. Key Performance Indicators
      Track effectiveness of your program against business objectives
      Sales
      Donations
      Membership
      Web traffic
      Subscribers
    30. The Shiny New Toy Is…
      • No longer a toy
      • Here to stay
      • An integral part of 21st century communications
      • What you make of it
      Photo: http://www.flickr.com/photos/fsamuels/3323431435/
    31. Questions?
      Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
      You can find me at:
      E-mail: info@shonaliburke.com
      Twitter: http://www.twitter.com/shonali
      Blog: www.WaxingUnLyrical.com
      Web: www.shonaliburke.com
      Skype: sburke15
      Thank you!

    + Shonali BurkeShonali Burke, 3 months ago

    custom

    871 views, 3 favs, 3 embeds more stats

    I recently presented a couple of workshops at Goodw more

    More info about this document

    CC Attribution-NonCommercial-NoDerivs LicenseCC Attribution-NonCommercial-NoDerivs LicenseCC Attribution-NonCommercial-NoDerivs License

    Go to text version

    • Total Views 871
      • 774 on SlideShare
      • 97 from embeds
    • Comments 0
    • Favorites 3
    • Downloads 10
    Most viewed embeds
    • 59 views on http://www.waxingunlyrical.com
    • 37 views on http://www.shonaliburke.com
    • 1 views on http://translate.googleusercontent.com

    more

    All embeds
    • 59 views on http://www.waxingunlyrical.com
    • 37 views on http://www.shonaliburke.com
    • 1 views on http://translate.googleusercontent.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories